Story Details

Salt Lake City - The Utah Office of Tourism, an agency of the Governor's Office of Economic Development, launched its winter "Life Elevated(R)" advertising campaign during a Capitol news conference to promote Utah's skiing and "The Greatest Snow on Earth(R)." The $1.1 million campaign includes three new 30-second commercial spots that will rotate on 13 national cable networks beginning in January. The event also included an update on improvements at Utah's 14 ski resorts by Ski Utah.

"The ski industry is major part of our vibrant tourism industry," said Lieutenant Governor Greg Bell who joined industry officials to announce at the press conference. "Not only is skiing important for our state's overall economic health, but I know my family and I enjoy skiing because it's a wonderful way to get out and get active."For the third year in a row, the popular television spots will feature the humorous "snowflakes" created for the Utah Office of Tourism by Salt Lake City-based advertising agency, Struck/Axiom. Print and online ads for the winter campaign began running this month in a coordinated effort with Ski Utah, which markets the state's 14 ski resorts.

"Our coordinated marketing efforts with Ski Utah and other partners have allowed us to leverage our marketing dollars," said Leigh von der Esch, managing director of the Utah Office of Tourism. "The new television commercials emphasize Utah's accessibility and the close proximity of our resorts to Salt Lake City International Airport."

"Utah's ski and snowboard resorts are leading the country in resort improvements and additions for the 2010-11 winter season," remarked Ski Utah President Nathan Rafferty. "These upgrades, combined with early season snow, make Ski Utah very excited for the coming season."